If the 3rd generation of K-pop were a vibrant painting, Red Velvet would be its most unique palette—both gentle and fierce, sweet and rebellious. However, despite possessing all the ingredients for success, the group remains stuck between groundbreaking creativity and SM’s inconsistent management strategies.
Let’s explore the five colors that shaped this 3rd-gen legend while also acknowledging the darker shades of their career!
Red
Some fans jokingly say, “SM might as well rename them ‘Rainbow Velvet’ because every comeback is a completely different concept—even the fans can’t predict it!” From Red Flavor, with over 100 million views on YouTube and a spot on Billboard World Digital Songs, to the haunting Psycho, which won 16 music show trophies, Red Velvet constantly reinvents itself.
However, while BLACKPINK has solidified its “luxury girl crush” image and TWICE is known as the ultimate “girl next door,” Red Velvet lacks a clearly defined brand identity. This sometimes makes it difficult for the general public to pinpoint their essence.
What do you think about this unpredictability? Many fans—including myself—actually love it! It keeps things fresh, and they can pull off any genre.
Pink
People often joke that “Visual Velvet” would be a fitting name for the group. There’s no denying that Red Velvet boasts an incredibly well-balanced and striking visual lineup. Irene was once crowned the “K-pop goddess,” and Joy has the potential to be a fashion icon—if only they received the right opportunities.
Yet, SM seems to have overlooked their individual marketability.
Compared to BLACKPINK, where all four members are high-profile brand ambassadors, or TWICE, whose members have secured numerous solo endorsements, Red Velvet has had far fewer individual opportunities. SM has focused more on the group’s collective image rather than capitalizing on each member’s star power.
A little shade: While other groups are gracing Paris Fashion Week, Red Velvet is still “preparing” for their comeback in an empty room with a few minimalist props. But maybe that simplicity is exactly what sets them apart?
Yellow
Their album The ReVe Festival: Finale sold over 200,000 copies in its first week, while Bad Boy amassed over 300 million views on YouTube and made it onto Billboard World Digital Songs. => So, Red Velvet isn’t following the typical “every song must go viral” formula?
Yet, SM seems to rely too much on the quality of their music and forgets the importance of marketing strategies.
Let’s compare:
- BLACKPINK has 7 songs on Billboard Hot 100.
- TWICE has 5 albums on Billboard 200.
- Red Velvet only has 2 songs on Billboard World Digital Songs.
User minhanh (anonymous) says: With better promotion strategies, Red Velvet could have been on the same level as BLACKPINK internationally, haha.
Blue
ReVeluvs (Red Velvet’s fandom) are incredibly loyal, but their international presence isn’t as explosive as BLACKPINK’s or TWICE’s. Why?
- The group has had very few world tours.
- Fans lack engaging content—few variety shows, vlogs, or standout solo activities.
- SM has been too focused on NCT and aespa, gradually pushing Red Velvet to a lower priority.
So… has SM forgotten that Red Velvet exists? The fandom has frequently created trends and promoted the group themselves while SM seems to prioritize other acts.
Black
Red Velvet has faced periods of stagnation due to various setbacks:
- Wendy’s severe injury (2019): Just as Psycho was dominating the charts, Wendy’s accident forced the group into hiatus for over a year.
- Irene’s controversy (2020): A scandal regarding Irene’s alleged attitude issues significantly affected the group’s public image.
- SM’s negligence (2020–2023): The group had fewer comebacks and was deprioritized compared to aespa.
Key stats:
- Psycho surpassed 500 million views on YouTube and won 16 music show trophies.
- However, after Irene’s scandal, the group’s streaming numbers and album sales dropped significantly.
A Legendary Group with Unfulfilled Potential?
Red Velvet has proven themselves to be one of the most unique girl groups of K-pop’s 3rd generation. They have it all—powerful vocals, stunning visuals, innovative concepts, and high-quality music. Yet, the lack of strong promotional strategies has prevented them from reaching their full potential.
💬 ????? If Red Velvet had been promoted better, could they have reached BLACKPINK’s level internationally? Or was their experimental nature too unpredictable to maintain a stable fanbase?
